Stéphane Nolet, president of Maple 3, wants to make his maple water a world-famous product. Recently offered through the Amazon online purchasing platform, Quebec plant water is experiencing growth in Europe, Asia and North America. In the short term, other Asian countries, where Mr. Nolet is currently negotiating distribution agreements, are in the crosshairs of the Limoilou company.
Exports represent 70% of Maple 3’s revenues. Besides Canada, the SME’s main markets outside Quebec are South Korea, France and the United States. The Quebec company also received a warm welcome in Singapore and China. But the pandemic delayed the entry of its so-called “premium” maple water into the Middle Kingdom.
According to Stéphane Nolet, achieving export success is the sum of many efforts on different fronts and at various times. Founded in 2012, Maple 3 made its first exports to Korea starting in 2016.
Taking part in competitions should not be neglected in one’s export strategies, adds the 47-year-old entrepreneur, with a degree in microbiology and dairy processing.
“In 2017-2018,” he says, “we were among the three finalists in the competition for the best waters in the world [Global Bottled Water Awards], organized in Évian, France. It gives a nice exposure, this kind of events. We surfed on that. »
Exporting obviously requires money. “You must therefore take it step by step and not jeopardize your liquidity,” recalls Stéphane Nolet. There are export assistance programs that we are starting to take advantage of. »
Having a product that stands out is added value when you want to sell abroad. Wherever he goes, the Quebec entrepreneur does not hesitate to compare, especially among Asians, his maple water to the “blood of the tree”.
The businessman explains that he does not only use the maple sap filtrate, but the water in its entirety as it flows from the trees in spring. Lightly filtered before transport, the precious liquid is then taken care of by a subcontractor who will pasteurize it, then package it.
Maple 3 maple water is certified organic by EcoCert. “Our water has great potential,” believes the businessman. She is destined to be known. It’s full of nutrients and is twice as hydrating. Our water is part of a way of life. When we participate in trade fairs, people come up to us to thank us. »
Representing the fourth generation of maple producers in his family, Stéphane Nolet operates some 20,000 taps in his maple grove in Centre-du-Québec. Otherwise, a handful of producers provide it with its raw materials.
From 16,000 liters bottled when it began in 2013, Maple 3 exceeded one million liters of treated maple water last year. The SME’s products are sold in Tetrapak-type packaging at a price ranging between $3 and $4. A sparkling version is also available in a can.
